Starting from the purpose of market research, market research is to understand people's needs and formulate a series of future development directions and ideas according to this demand. Therefore, in order to make some effective decisions accurately, the authenticity of market research is needed. Only when the market research is true enough can the decision-making be relatively accurate.
In terms of authenticity, market research needs objectivity. Often many people will be guided by some subjective language and make some non-objective answers. Then this directly affects the question of authenticity. So objectivity and authenticity are closely linked.
Extended data
Market research is as important to marketing management as investigation is to military command. Without systematic and objective market research and forecast, it is very dangerous and backward to make various marketing decisions only based on experience or incomplete information.
Specifically, the importance of market research to marketing management is manifested in five aspects:
1, providing information as a basis for decision-making;
2. Make up for the lack of information;
3. Understand external information;
4. Understand the changes in the market environment;
5. Understand the new market environment;
As an important part of marketing activities, market research provides consumers with an opportunity to express their opinions, so that they can timely feedback their opinions and ideas on products or services to enterprises or suppliers. Through market research, enterprises that produce such products or provide such services can understand consumers' evaluation, expectations and ideas on the quality of products or services.
References:
Baidu Encyclopedia-Market Research